The digital landscape is constantly evolving and the platforms and tactics used to reach targeted audiences a couple of years ago have changed dramatically. It’s important that your campaign changes with them. Consumers are engaging brands and their content on channels that didn’t even exist a year or two ago.
But one area that has become a constant for marketers is mobile. Today’s internet experience for consumers starts with mobile devices and what drives the highest level of viewer engagement? Video. Research firm eMarketer reports that in the U.S., one in three consumers watch video on their mobile devices, which means watching video on mobile is already more common than using devices to listen to music.
As marketers begin strategizing for their 2018 campaigns, utilizing mobile video, specifically in-app video content, can make a huge difference in a campaign’s ROI.
Just about everyone uses apps on their phones and tablets. And with that comes video ads. Mobile in-app video gives a campaign message direct access to premium publisher apps with custom audience targeting technology so you’re engaging the right viewers with your video.
What makes this tactic most effective is the majority of in-app video streams are opt-in, which means viewers choose to engage with your video to unlock entertainment points, TV shows, music and other digital content. These user-initiated non-interruptive video streams are the highest-performing ads in the industry! We’re talking a 91% average video completion rate for a :30 spot with a 26% average brand lift following an in-app video marketing campaign.
Those types of results are hard to ignore. Our job as marketers is to stay up-to-date on the latest trends, identify how they can fit into a robust strategic campaign and adjust our plans to match.
In-app mobile video may be just the thing to add to your campaign promotional toolbox. For more information on how in-app mobile video can be a benefit for your organization, please contact Connect360.
About The Author
Chris Cavello
Chris’s career in marketing and communications spans 20 years, with a focus on Internet and social media marketing over the last decade.
About Connect 360
Connect360 is a leading media placement agency driving measurable results for some of Charity Navigator’s highest-ranked nonprofits, well-known associations, government agencies and public relations/marketing firms.
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